This document summarizes Class 2 of a social media marketing course. It discusses the "big three" social networks - Facebook, LinkedIn, and Twitter. For each network, it provides background information, member demographics, traffic trends, etiquette guidelines, and strategies for using the networks. It also lists 9 actions companies can take on each network, such as updating statuses, following competitors, sharing content, and connecting with customers. The class ends with assigning homework to engage with one of the social networks.

1. Class 2:
Social networks - The big three
Frank Days
December 2009

2. Agenda
• Overview
• Homework review
• Facebook
• LinkedIn
• Twitter
• Homework
2 © Novell, Inc. All rights reserved.

3. Classes
Class 1: Intro to Social Media Marketing
Class 2: Social Media – The Big Three
Class 3: Best of the Rest
Class 4: Tips, Tricks and Tools
3 © Novell, Inc. All rights reserved.

4. Social Media Framework
Content Connections Campaigns How do
we make it real?
Presence What are
the right channels?
What are
Goals the program goals?
4 © Novell, Inc. All rights reserved.

5. Facebook
5 © Novell, Inc. All rights reserved.

6. History
• Founded 2003
– Replace college facebook at Harvard
• 2005:
– Expanded to high schools
• 2007:
– Facebook platform for app developers
• 2009:
– Facebook Light
• Today:
– 350 million members
6 © Novell, Inc. All rights reserved.

7. Member demographics
• More female
• 18-34
• More affluent
• In college/college educated
Quantcast
7 © Novell, Inc. All rights reserved.

8. Traffic is Flattening
8 © Novell, Inc. All rights reserved.

9. Etiquette
• People see as personal
• Mind your privacy
• Be a friend
9 © Novell, Inc. All rights reserved.

10. Why you should care about
Facebook?
• 350 million users
• Velocity of sharing
• Competitors are there
10 © Novell, Inc. All rights reserved.

11. SAP Facebook Page
11 © Novell, Inc. All rights reserved.

12. Our “official” Facebook strategy
• “Official” Novell fan page
• “Unofficial” pages
• Feeds from other sources
12 © Novell, Inc. All rights reserved.

13. 9 things you can do with Facebook
13 © Novell, Inc. All rights reserved.

14. 1. Update your status
14 © Novell, Inc. All rights reserved.

15. 2. Start a conversation
• Ask
– What do you think about...
– Does anyone know...
– How do you...
• Facebook is a two way medium
15 © Novell, Inc. All rights reserved.

16. 3. Add to your email signature
16 © Novell, Inc. All rights reserved.

17. 4. Friend customers or partners
• When the time is right:
– Prospects
– Customers
– Vendors
17 © Novell, Inc. All rights reserved.

18. 5. Become a fan of Novell
18 © Novell, Inc. All rights reserved.

19. 6. Check out your competitors
19 © Novell, Inc. All rights reserved.

20. 7. Share Novell videos
20 © Novell, Inc. All rights reserved.

21. 8. Social bookmarks to Facebook
• Via Social RSS/Applications
• Help spread the word
• Amplify our messages
21 © Novell, Inc. All rights reserved.

22. 9. “Like” Novell stuff
22 © Novell, Inc. All rights reserved.

23. LinkedIn
23 © Novell, Inc. All rights reserved.

24. Background
• Build list of trusted connections
• Find jobs, people and opportunities
• Questions
• Groups
Demographics from Quantcast
• API
24 © Novell, Inc. All rights reserved.

25. Member demographics
• More male
• 35+
• No kids
• College educated
Demographics from Quantcast
Demographics
25 © Novell, Inc. All rights reserved.

26. Has traffic peaked?
26 © Novell, Inc. All rights reserved.

27. Etiquette
• Normal rules
• Less casual about connecting
• Groups vary in activity
27 © Novell, Inc. All rights reserved.

28. Our LinkedIn strategy
• “Official” Novell group
• “Unofficial” pages
• Feeds from other sources
28 © Novell, Inc. All rights reserved.

29. Exercise
• Groups of 2
– Update your status
– Join a group
– Connect with a customer, partner or vendor
– Make profile public
– Create a custom URL
29 © Novell, Inc. All rights reserved.

30. 9 things you can do with LinkedIn
30 © Novell, Inc. All rights reserved.

31. 1. Friend customers or partners
• When the time is right:
– Prospects
– Customers
– Vendors
31 © Novell, Inc. All rights reserved.

32. 2. Turbocharge your profile
• Mark profile public
• Mention product and
market keywords
• Get found in searches
32 © Novell, Inc. All rights reserved.

33. 3. Create a custom URL
Create a short URL to your with keywords
33 © Novell, Inc. All rights reserved.

34. 4. Answer questions
• Answer questions
• Demonstrate that
Novell knows
34 © Novell, Inc. All rights reserved.

35. 5. Participate in groups
35 © Novell, Inc. All rights reserved.

36. 6. Add Slideshare application
Share presentations
Consult with manager
about privacy/
proprietary data
36 © Novell, Inc. All rights reserved.

37. 7. Add to your email sig
37 © Novell, Inc. All rights reserved.

38. 8. Check out competitors
38 © Novell, Inc. All rights reserved.

39. 9. Update your status
39 © Novell, Inc. All rights reserved.

40. Twitter
40 © Novell, Inc. All rights reserved.

41. Twitter background
• Place to update status
• Direct communication
• New star system
• Open API
• Rapid innovation
41 © Novell, Inc. All rights reserved.

42. Why you should care about Twitter
• 3 million people screaming
• Broad syndication
• Ecosystem/option value
42 © Novell, Inc. All rights reserved.

43. Member demographics
• More female
• 18-34
• More affluent
• College
Demographics from Quantcast
• Small kids
Quantcast
43 © Novell, Inc. All rights reserved.

44. Trafficis Flattening
44 © Novell, Inc. All rights reserved.

45. “Twettiquette” or Twitter etiquette
• Wide open
• Lots of shouting
• Lots of background noise
• No one is paying attention
• Yet messages get through
45 © Novell, Inc. All rights reserved.

46. Our “official” Twitter strategy
• “Official” Novell account
• “Unofficial” pages
• Share news, updates,
blogs, etc.
• Connect with influencers
46 © Novell, Inc. All rights reserved.

47. 9 things you can do with Twitter
47 © Novell, Inc. All rights reserved.

48. 1. Follow Novell
• Help retweet the word
• Make it easier for
people to find our stuff
• Amplify our messages
48 © Novell, Inc. All rights reserved.

49. 2. Follow competitors
• Know what they are saying
• What news they are
breaking
• Who they are following
• Who they are tweeting
49 © Novell, Inc. All rights reserved.

50. 3. Create a list of friends
50 © Novell, Inc. All rights reserved.

51. 4. Retweet someone you don't know
51 © Novell, Inc. All rights reserved.

52. 5 @reply someone – it is flattering
Retweet someone you don't know
52 © Novell, Inc. All rights reserved.

53. 6. Share Novell content
53 © Novell, Inc. All rights reserved.

54. 7. Get a twitter client like Tweetdeck
54 © Novell, Inc. All rights reserved.

55. 8 Setup a Twitter search
http://search.twitter.com
55 © Novell, Inc. All rights reserved.

56. 9. Add to signature
56 © Novell, Inc. All rights reserved.

57. Homework
57 © Novell, Inc. All rights reserved.

58. • Ask a question on LinkedIn, Facebook or Twitter
• Join one new network
• Post on piece of content
58 © Novell, Inc. All rights reserved.